Google's recent experiment with basic blue link search results for hotels revealed a significant decline in hotel traffic, down more than 10%, raising concerns for direct bookings.
Despite returning to a simplified search format, Google's data shows traffic to comparison websites remained largely unchanged, indicating minimal impact on user behavior and site visits.
The Digital Markets Act aims to prevent self-preferencing, yet Google's rich features in search results continue to challenge intermediary hotel aggregation sites, raising regulatory scrutiny.
Confirmed violations of the DMA could lead to severe penalties for Google, including fines up to 10% of its global annual turnover, heightening the stakes for compliance.
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